A good Klaviyo setup is mostly about order of operations: get the data and deliverability right first, then launch a small number of flows that cover the moments customers are most likely to buy. Here is the sequence I follow.
Step 1: connect Shopify and verify the data
Connect the Shopify integration, then place a real test order. On the test customer's profile you should see events for viewed product, added to cart, started checkout and placed order, with product details attached. If any are missing, fix the integration before building anything, because every flow depends on these events.
Step 2: authenticate your sending domain
Set up SPF and DKIM for the domain you send from and add a DMARC record. Google and Yahoo now require authentication and easy unsubscribes from bulk senders, so skipping this step puts your inbox placement at risk from day one. Details are in the deliverability checklist.
Step 3: add compliant sign-up forms
- Offer a clear reason to subscribe, not just a discount.
- Collect consent explicitly and sync it to the right list.
- Avoid stacking multiple pop-ups that annoy first-time visitors.
Step 4: build the first five flows
1. Welcome series
The first email a new subscriber receives is your best chance to set expectations. See what to send in a welcome series.
2. Abandoned cart
Trigger on started checkout or added to cart. A typical starting pattern is a reminder within roughly an hour, a follow-up the next day and a final message a day or two later. Exclude anyone who has purchased and hold any incentive for the last message, if you use one.
3. Browse abandonment
For visitors who viewed products but did not add to cart. Keep it lighter than the cart flow: show what they viewed and one reason to return.
4. Post-purchase
Confirm the order, set expectations for delivery, teach the customer how to use the product and ask for a review at a sensible time. This is where you start the relationship that leads to a second order.
5. Win-back or replenishment
For products that run out, build a replenishment flow timed to usage. For everything else, a win-back flow aimed at customers who have gone quiet for longer than your normal purchase cycle.
Step 5: segment from day one
Create a few core segments: engaged subscribers, first-time buyers, repeat buyers, and customers who have never purchased. Send campaigns to engaged segments rather than the entire list.
Step 6: test, then review
Send yourself every email on desktop and mobile, check links and personalization, and confirm exclusions work. After a few weeks, judge each flow by revenue per recipient rather than open rate, and use the audit checklist to find what to improve next. If you are still choosing a platform, read Klaviyo vs Mailchimp for Shopify.
Quick answers
How do I connect Klaviyo to Shopify?
In Klaviyo, add the Shopify integration from the integrations area and approve the connection. Then place a test order and confirm that Placed Order and product events appear on the customer profile.
What flows should I set up first in Klaviyo?
Start with a welcome series, abandoned cart, browse abandonment, post-purchase and a win-back or replenishment flow. These cover the main moments when a customer is most likely to buy.
How long should I wait before sending an abandoned cart email?
A common starting point is about an hour after the cart is abandoned, then a second message around a day later and a third a day or two after that. Test timing against your own revenue per recipient.
Tehseen Arbab
Retention and lifecycle marketer for DTC supplement and coffee brands. I led retention for a supplement brand whose monthly run-rate grew from about $500K to $700K, and I work in Klaviyo, Skio, Recharge, Meta Ads and Shopify.